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Behind the scenes at the Effies 2013

Ad Club's big awards night sees all ad agencies participating along with clients. The traditional absentee at creative awards, Lowe Lintas, walked away the prized Agency of the Year award, while O&M picked up the Grand Effie. It was a celebration of not only creativity but also their effectiveness from a client perspective

Sohini Sen | Mumbai | January 20, 2014

(L-R) Piyush Pandey, KV Sridhar and R. Balki (L-R) Piyush Pandey, KV Sridhar and R. Balki

The Advertising Club’s big awards night was expected to be a show stealer. And it did not leave anyone disappointed.

The Effies 2013, organised by The Advertising Club, was held in Mumbai on the evening of January 17, 2014. With a record 419 entries, the number of ads being scrutinised and judged had gone up significantly. The judging process was extended to Delhi as well with over 100 judges looking at the work in two phases.

“I think the Effies remain the most sought after awards both by the client and the agency fraternity. The demand, expectation, need for efficiency for every rupee spent is witnessed by the growing number of entries and growing number of participating agencies. Delhi seems to have attracted some of the best brands, and representing them through the Delhi jury was an obvious step,” said Ajay Kakar, Vice-President and Chairperson, Effie Committee.

The quality of work is surely something to look out for in the Effies where the best of any agency is showcased. Friday’s award night saw a full turnout with bigwigs from both the advertising agencies and clients gracing the Taj Lands End lawns. The creative minds were also the cheering minds, as every time an award was announced, a chorus of cheers was heard across the sprawling lawn.

The Grand Effie was won by Ogilvy & Mather for their Lifebuoy Roti campaign. Hindustan Unilever was adjudged the Client of the Year. And Lowe Lintas & Partners, which has stayed away from all creative awards for the last 10 years, became the Agency of the Year.

“Lots of great brands that have done some great work were awarded. We had some highlights like the Grand Effie. We also witnessed HUL become the Client of the Year. It is always nice to be appreciated by people from outside. This sort of reaffirms the outside perspective that we are doing good work,” said Abhijit Avasthi, Executive Creative Director at Ogilvy & Mather.

In spite of the 20 points that the Grand Effie gave O&M, the overall winner and Effie Agency of the Year went to Lowe Lintas with 165 points. With 16 metals, Lowe had a lead of 35 points over Ogilvy & Mather which had a tally of 14 metals. The total number of metals given away was 71.

“It is always good to win something like this. But it is better to know when you have done great work, whether you win or you don’t. It is the quality of work which you should be proud of,” pointed out R Balki, Chairman and Chief Creative Officer, Lowe Lintas & Partners.

Leo Burnett’s KV Sridhar, or as we all know him – Pops - was in a jubilant mood. As a former Lowe executive, Pops had great things to say about the kind of work the agency has done recently.

“Last one year I have been watching and writing a lot about the work they have done, be it ICICI, Lifebuoy, Titan or Idea, Lowe has been brilliant and the recognition is fully deserved,” Pops commented.

Also read: Lowe Lintas is Agency of the Year at Effie 2013

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